Michelle Chen, Ph.D., is an anthropologist on Lux’s Predictive Anthropology team, where she contributes to consumer research with a focus on markets in the U.S. and Asia. Her role involves uncovering the deeper motivations behind cultural trends. She has helped brands in various sectors, notably personal care and health management, to map the beliefs that drive consumers in their everyday consumption choices and identify opportunities.
Michelle holds a Ph.D. from Concordia University in Montreal in communication studies, specializing in ethnographic research on organizational innovation. Her research interests lie at the intersection of individual experience and digital media, exploring how societal and personal values shape actions and communication on digital platforms.
